Engaged Community

This category is about managing effective, engaged communities. Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.

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2018 GOLD

White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks. But to do so, they need to attract the few recruits with elite hacking skills.
“White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot.

2017 GOLD

Be The Guy

Young men yearn for greatness, but struggle with self-doubt. But for Be The Match, these guys are biologically ideal bone marrow donors. To demonstrate their unique role in curing blood cancers and other life-threatening diseases, we flipped the scriptshifting the focus from patients to donors. Because simply being who they are qualifies them to do something truly great. The campaign increased this critical demographic on the registry by more than 50% and registered thousands of additional new donors, ultimately positioning the organization to save more lives.